Saturn Edits Commercial To Eliminate Gender Stereotyping
Saturn debuted its “Total Confidence” campaign earlier this month, aiming to help automobile buyers make car payments if they lose their jobs. Yes, this is a great idea during this recession, but the ad missed the mark. In the original commercial, Saturn retailer Jim Smith talks about how losing your job and your car would be the worst ever, saying, “Honey, I’m home! Lost my job! Don’t have a car! What’s for dinner?” When we first saw the ad, we were a little offended by this line. Jim’s partner is responsible for making dinner? He just expects dinner to be ready for him when he gets home? Maybe the two take turns preparing the evening meal, and in this instance it was his night off — or maybe “honey” is a man — but we doubt it. Commercials should be advancing parity, not reinforcing visions of ’50s housewives setting a giant pot roast on the table as their husbands walked through the front door.
We weren’t the only ones who found the commercial dated. Now we’ve started seeing a tweaked version airing. Basically, it’s the same ad without the “What’s for dinner?” line. Thank goodness they wised up and changed it — we don’t want men assuming we can cook … because we can’t. Keep reading to watch the edited version of the ad.